ABSTRACT

Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. This new addition will arm the socially conscious marketing student with:

  • Case studies from across the globe,
  • accessible exercises,
  • engaging stories
  • and online support with an expanded and enhanced companion website

which will all enable you to think critically about the individual and systemic drivers of both harm and progress, and provide you with the tools to act.

This popular introductory textbook has been thoroughly updated to enable students to challenge the bad, champion the good and become rebels with a cause. Now including more on systems thinking, evaluation and apps, Hastings and Domegan also introduce the influential new 3Cs model (Containment, Counter-Marketing, Critical Capacity Building).

This book is essential reading for all social marketing, marketing ethics, and marketing and society courses.

 

Cover Picture: 'La Sardane de la Paix’ by Pablo Picasso. The sardane is a traditional circle dance from Catalonia which has come to symbolise the struggle of ordinary people against oppression, from Napoleon through Hitler and Franco and into the modern era. The individual dancer holds his or her hands in the air in a gesture of autonomy and empowerment, and is able to maintain what would quickly become a tiring stance thanks to the supporting hands of her fellow-dancers. It illustrates the key social marketing lesson that addressing complex social problems, such as climate change or inequalities – as with dictators - requires a combination of individual agency and collective action. It also shows that critical analysis, the questioning and challenging of the current system, lies at the heart of progressive social change, and that good social marketers should be rebels with a cause.

chapter 6|35 pages

Compelling content

chapter 10|15 pages

Ethical issues

chapter Case Study 2|10 pages

Seas of energy

Using a systems research approach for a wicked problem

chapter Case Study 3|7 pages

Meals on Wheels

A community-led approach and stakeholder analysis

chapter Case Study 4|11 pages

Reduce Your Juice

A digital social marketing programme for reducing residential electricity use

chapter Case Study 5|24 pages

Innovative youth engagement

Empowerment, co-production and health optimisation(tobacco-free generation 2034: the Fife Project)

chapter Case Study 6|9 pages

The Porto Tap Water programme

chapter Case Study 8|14 pages

“I know what I’m doing”

Communicating a safety message to change the attitudes and behaviours of older men

chapter Case Study 10|12 pages

Cycle Against Suicide

The creation of a community-based social marketing programme to promote mental health in Ireland

chapter Case Study 11|9 pages

Moi(s) sans tabac

The first collective challenge for smoking cessation launched by Santé Publique France

chapter Case Study 12|9 pages

Food waste in higher education institutions

‘Smaller Eyes than Belly Movement’

chapter Case Study 15|4 pages

Changing population salt intake behaviour

Lessons from the UK salt reduction strategy

chapter Case Study 17|10 pages

From concept to action

Integration of systems thinking and social marketing for health disparities elimination

chapter Case Study 18|7 pages

Fast fashion

A wicked problem for macro-social marketing

chapter Case Study 20|9 pages

Wheels, Skills and Thrills

chapter Case Study 22|13 pages

The Taj Must Smile

chapter Case Study 24|13 pages

Making India open-defecation-free

Lessons from the Swachh Bharat Mission – Gramin process evaluation